Thursday, October 8

VP x Caseflood

01How to evaluate a lead generation partner 02The team and what they do every day 03Content strategy and creative 04The 30 / 60 / 90 day plan 05How personal injury differs from other markets 06What we need from you to start
01

Six tests for anyone who pitches you.

Ask every vendor the same six. Weight the answers, not the relationship.

Six tests · click a stop
Overview
Ads ManagerLast 30 days · 8 accounts
$8M
Amount spent, all accounts we run
01

Proof at your spend

Ask: "Screen share a live account at our budget."

StepPlanActual
Spend$7,000$7,040+1%
Qualified leads4749+4%
Cost per lead$150$144-4%
Signed cases5 to 96in range
Cost per case$750 to $1.5K$1,173under
02

Math before ads

Ask: "Show me the projection for every step."

AD-12Uber angle
Lead 4821Houston
SignedDay 3
03

Signed cases, not leads

Ask: "How do intake results change the account?"

60 to 90 new ads a week
04

Creative volume

Ask: "How many new ads a week at our spend?"

DavinGrowth
JaviCreative
FarhanMedia
AndrewEngineer
05

Who does the work

Ask: "Who exactly is on our account?"

Business ManagerCaseflood
Ad accountsOwner
Pixel and Conversions APIOwner
Facebook pagesOwner
Lead dataOwner
Vantage PointPartner access
06

You own everything

Ask: "If we leave, what do we keep?"

Ads ManagerLast 30 days · 8 accounts
$8M
Amount spent, all accounts we run
01

Proof at your spend

Ask: "Screen share a live account at our budget."
StepPlanActual
Spend$7,000$7,040+1%
Qualified leads4749+4%
Cost per lead$150$144-4%
Signed cases5 to 96in range
Cost per case$750 to $1.5K$1,173under
02

Math before ads

Ask: "Show me the projection for every step."
AD-12Uber angle
Lead 4821Houston
SignedDay 3
03

Signed cases, not leads

Ask: "How do intake results change the account?"
60 to 90 new ads a week
04

Creative volume

Ask: "How many new ads a week at our spend?"
DavinGrowth
JaviCreative
FarhanMedia
AndrewEngineer
05

Who does the work

Ask: "Who exactly is on our account?"
Business ManagerCaseflood
Ad accountsOwner
Pixel and Conversions APIOwner
Facebook pagesOwner
Lead dataOwner
Vantage PointPartner access
06

You own everything

Ask: "If we leave, what do we keep?"
Take this into every vendor call
Vendor scorecardScore every vendor 1 to 5 on the same ten factors. Weight does the rest.Weights sum to 100
Factor
What a 5 looks like
Weight
Score 1 to 5
Proof at your spend level
A live account at $200K+ a month, screen shared, not a PDF.
15
12345
Projection before spend
Every funnel step forecast, checked daily, variance explained.
15
12345
Optimizes to signed cases
Intake results flow back to the ad account weekly. Ads cut for quality, not just cost.
15
12345
Creative volume and system
60+ new ads a week, every ad numbered, winners iterated on purpose.
10
12345
Named team and their load
You know who touches the account and how many other accounts they carry.
10
12345
You own the assets
Ad accounts, pixel, pages, landing pages, lead data under your entity.
10
12345
Reporting and stop rules
A daily number against plan, and written rules for when spend pauses.
10
12345
Compliance process
Firm approval of copy by state, written consent on every form, fraud checks.
5
12345
Fee aligned to scale
Fee falls as a share of spend as you grow. No pay per lead on unqualified leads.
5
12345
Speed to launch
Live inside a month, with a tracking gate before the first dollar.
5
12345
How to use it. Score each vendor on the same call, multiply by weight, compare totals out of 500. Anything under 3 on the first three factors is a no, whatever the total.
Four ways vendors charge. Each one changes what they are paid to do.
Model 1

Pay per lead

Paid to
Deliver volume. Every form fill is revenue.
Works when
You only need raw volume and have intake to filter it.
Watch for
Who owns the accounts and data, and whether "lead" means a form fill or a qualified call.
Ask
"What counts as a lead, and what do we keep if we leave?"
Model 2

Flat retainer

Paid to
Keep the account. Same fee whatever happens to spend.
Works when
Spend is steady and you want a predictable cost.
Watch for
Team size at scale. The same fee at $2M a month usually means a thinner team.
Ask
"What changes on your side when spend triples?"
Model 3

Per signed case

Paid to
Close cases, which now depends on your firms' intake.
Works when
Intake is fast and the vendor can see signed results daily.
Watch for
Bar rules. Paying for a referral is restricted in most states. Have counsel review the structure first.
Ask
"Has a legal ethics lawyer signed off on this in our states?"
Model 4

Base plus share of spend

Paid to
Scale spend. The share should fall as the budget grows.
Works when
Spend only rises past written checkpoints on cost per signed case.
Watch for
A flat percentage with no gates. Then the vendor is paid to spend, not to perform.
Ask
"What stops you from scaling spend when the numbers miss?"
Test 2, in practice: the projection sheet
Walk away if
  • Guaranteed cost per lead
  • Native Meta lead forms
  • Ads run in their accounts
  • Weekly reporting only
  • No written stop rules
Lean in if
  • A daily number vs. plan
  • Spend checkpoints
  • They ask about intake first
  • They say what will go wrong
  • Fee falls as spend grows

Every item on the right is already a term in your proposal.

02

Five people in one loop. Intake results decide which ads live.

An embedded pod of five. Someone is always on, at any hour. Dedicated to Caseflood at $1M a month in spend.

briefs finished ads live traffic to pages qualified leads, routed by case type and state intake results traced to the ad ID Caseflood's partner firms, outside the pod Javi Creative Strategist writes the briefs Production Editors and creators statics, AI video, creator video Farhan Media Buyer spend, cuts, scaling Andrew Marketing Engineer pages, tracking, routing to firms Firm intake Intake team at the firm calls within minutes, signed or not Davin Patel Growth Lead projection, budget moves, your point of contact briefs finished ads live traffic to pages qualified leads, routed by case type and state intake results traced to the ad ID Caseflood's partner firms, outside the pod Javi Creative Strategist writes the briefs Production Editors and creators statics, AI video, creator video Farhan Media Buyer spend, cuts, scaling Andrew Marketing Engineer pages, tracking, routing to firms Firm intake Intake team at the firm calls within minutes, signed or not Davin Patel Growth Lead projection, budget moves, your point of contact
One loop, every day. Intake results decide which ads live.
Who owns what
1

Davin Patel

Growth Lead · your single point of contact
Owns
The projection, budget moves, the weekly review.
Watches every day
Forecast vs. actual, cost per signed case by firm.
2

Javi

Creative Strategist
Owns
Angles, scripts, copy. New variations of winners.
Watches every day
Hook rate, hold rate, cost per lead by angle.
3

Farhan

Media Buyer
Owns
The Meta accounts: pacing, cuts, scaling, testing budget.
Watches every day
Spend vs. plan, CPM, cost per lead, frequency.
4

Andrew

Marketing Engineer
Owns
Everything after the click: pages, qualification, tracking, routing, the report and dashboard.
Watches every day
Page conversion, qualified rate, delivery speed to firms.
5
PR

Production

Editors and creators
Owns
Statics, AI video and creator video off the week's briefs.
Watches every week
Ads shipped against the brief.
Where you see the numbers, and how you reach us
Always on
Slackevery morning
The daily report posts in a shared channel: spend, leads, cost per lead, qualified rate, variance to plan, and the moves made.
Live dashboardalways open
Every number in the report, by day, firm and case type. Look whenever you want, not just when we send something.
Creative CRMevery ad, every result
Each ad with its ID, its spend and what it produced. You see what we see.
Weekly reviewMondays
Tests run, winners, cuts, and next week's budget split.
Text line24/7
A direct thread to the team, at any hour. Someone is always on. We work as your embedded growth team, not a vendor you schedule.
Every day
7a
9a
11a
1p
3p
5p
7p
8:00 AM
Daily report posts in Slack
9:00 AM
Farhan cuts ads over target, Andrew confirms delivery to firms
11:00 AM
Javi writes new briefs off yesterday's winners
2:00 PM
Production ships, new ads enter testing
6:00 PM
Intake flags traced back to the ad
Every week
Mon
Review call with you
Tue
New creative batch ships
Wed
Page and qualification tests live
Thu
Intake results reconciled
Fri
Next week's projection and brief locked
03

The ad is the targeting.

Meta decides who sees an ad from the ad itself. We control results through what the ads say and how they look.

1. The reasons people sign
"The insurance company lowballed me."

They already have an offer and suspect it is too low. Angle: what your case is actually worth.

"I can't afford a lawyer."

Most people don't know PI is free unless you win. Angle: no fee, no risk, no obligation.

"The medical bills are piling up."

The pain is cash and time off work, not the legal question. Angle: who pays your bills while you heal.

"I don't know who is responsible."

Rideshare, uninsured drivers, work vehicles. Angle: the confusion solved in one sentence.

Starting hypotheses. Week one research confirms or replaces them. Every ad is tagged to one.

2. The whole creative map: every persona, angle and format
4 personas × 12 angles × 12 formatsClick any cell for the ad it describes. Drag to turn the cube.Open full screen
3. Formats, cheapest to most expensive
What is your case actually worth?The first offer is almost never the real number.Free case review
FIRST

Statics

Notes app screenshots, news style posts, simple claim graphics. Fast to make, fast to learn which angle lands.

See the static ads we have run
ILLUSTRATED0:32
The other driver's insurer is not on your side.
SECOND

AI video

Voiceover and generated scenes for the winning angles. Kept obviously illustrated, never a fake person.

Closest examples: full visual and motion
0:48
I thought I couldn't afford a lawyer. Turns out I never had to pay one.
THIRD

Creator video

Real people on camera telling the story behind a proven angle. This is usually where scale comes from.

See direct to camera, selfie and whiteboard
Hit by an Uber? Here's whose insurance actually pays.
Free case reviewNo fee unless you win
1:12
FOURTH

Produced

Higher production pieces once we know exactly which message to put money behind.

Closest examples: podcast and studio

Four PI mockups, one per format, with the pilot's opening angles. Every card links to the real work below.

4. Creative we have run, by format
StaticsHall of fame statics50

The image ads that carried accounts. Offer, proof, one claim.

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StaticsCreative statics50

Concept-led images: a metaphor or object doing the explaining.

batch3 creative1 prescriptionCreative staticsbatch3 creative1 prescription · Drive batch3 creative3 fortune500Creative staticsbatch3 creative3 fortune500 · Drive batch3 creative4 dictionaryCreative staticsbatch3 creative4 dictionary · Drive batch3 creative5 receiptCreative staticsbatch3 creative5 receipt · Drive batch3 creative6 newspaperCreative staticsbatch3 creative6 newspaper · Drive batch3 creative7 stock chartCreative staticsbatch3 creative7 stock chart · Drive batch3 creative8 warning labelCreative staticsbatch3 creative8 warning label · Drive batch3 creative9 iphone notificationCreative staticsbatch3 creative9 iphone notification · Drive batch3 creative10 tombstoneCreative staticsbatch3 creative10 tombstone · Drive crazy1 wantedCreative staticscrazy1 wanted · Drive crazy2 job listingCreative staticscrazy2 job listing · Drive crazy3 receiptCreative staticscrazy3 receipt · Drive crazy7 yelpCreative staticscrazy7 yelp · Drive crazy9 speedtestCreative staticscrazy9 speedtest · Drive crazy10 fortuneCreative staticscrazy10 fortune · Drive crazy11 speedometerCreative staticscrazy11 speedometer · Drive crazy12 sticky notesCreative staticscrazy12 sticky notes · Drive crazy13 before afterCreative staticscrazy13 before after · Drive crazy14 google mapsCreative staticscrazy14 google maps · Drive crazy15 menuCreative staticscrazy15 menu · Drive crazy17 loading barCreative staticscrazy17 loading bar · Drive crazy18 chalkboardCreative staticscrazy18 chalkboard · Drive crazy19 tshirtCreative staticscrazy19 tshirt · Drive crazy20 unlockCreative staticscrazy20 unlock · Drive creative 01 tombstoneCreative staticscreative 01 tombstone · Drive creative 02 wanted posterCreative staticscreative 02 wanted poster · Drive creative 03 job postingCreative staticscreative 03 job posting · Drive creative 04 warning labelCreative staticscreative 04 warning label · Drive creative 06 receiptCreative staticscreative 06 receipt · Drive creative 07 newspaperCreative staticscreative 07 newspaper · Drive creative 08 before afterCreative staticscreative 08 before after · Drive creative 09 progress barCreative staticscreative 09 progress bar · Drive creative 10 calendarCreative staticscreative 10 calendar · Drive creative b2 spotifyCreative staticscreative b2 spotify · Drive creative b4 pizza trackerCreative staticscreative b4 pizza tracker · Drive creative b5 linkedin postCreative staticscreative b5 linkedin post · Drive creative b7 uberCreative staticscreative b7 uber · Drive creative b8 weatherCreative staticscreative b8 weather · Drive creative b10 notificationCreative staticscreative b10 notification · Drive creative1 comparisonCreative staticscreative1 comparison · Drive creative2 iphone textCreative staticscreative2 iphone text · Drive creative4 bank screenshotCreative staticscreative4 bank screenshot · Drive creative5 memeCreative staticscreative5 meme · Drive creative6 googleCreative staticscreative6 google · Drive creative7 emailCreative staticscreative7 email · Drive creative8 povCreative staticscreative8 pov · Drive creative11 slackCreative staticscreative11 slack · Drive creative12 accountantCreative staticscreative12 accountant · Drive creative15 meme waitingCreative staticscreative15 meme waiting · Drive creative16 meme optionsCreative staticscreative16 meme options · Drive
StaticsDirect response statics50

Plain offer and call to action. Built to be cut or scaled fast.

a clean bold modern marketing ad commercial grapDirect response staticsa clean bold modern marketing ad commercial grap · Drive boost business with qualified leadsDirect response staticsboost business with qualified leads · Drive boost your business with adsDirect response staticsboost your business with ads · Drive boost your loan leads nowDirect response staticsboost your loan leads now · Drive boost your loan leads with crmDirect response staticsboost your loan leads with crm · Drive bridge1Direct response staticsbridge1 · Drive bridge5Direct response staticsbridge5 · Drive bridge6Direct response staticsbridge6 · Drive business funding lead generation adDirect response staticsbusiness funding lead generation ad · Drive business lead generation ad designDirect response staticsbusiness lead generation ad design · Drive business lead generation promotional designDirect response staticsbusiness lead generation promotional design · Drive business loan ad with bold designDirect response staticsbusiness loan ad with bold design · Drive crazy1 wantedDirect response staticscrazy1 wanted · Drive debt1Direct response staticsdebt1 · Drive direct 16 lk extra d8Direct response staticsdirect 16 lk extra d8 · Drive direct 25 fix live 2weeksDirect response staticsdirect 25 fix live 2weeks · Drive direct 29 fix 2000calls v2Direct response staticsdirect 29 fix 2000calls v2 · Drive direct6m 1Direct response staticsdirect6m 1 · Drive direct6m 5Direct response staticsdirect6m 5 · Drive exclusive business borrower leads offerDirect response staticsexclusive business borrower leads offer · Drive exclusive business leads funding offerDirect response staticsexclusive business leads funding offer · Drive fast funding for business ownersDirect response staticsfast funding for business owners · Drive get exclusive business borrower leadsDirect response staticsget exclusive business borrower leads · Drive get exclusive inbound leads into crmDirect response staticsget exclusive inbound leads into crm · Drive get more leads for your businessDirect response staticsget more leads for your business · Drive grow your business with easeDirect response staticsgrow your business with ease · Drive lk ad1Direct response staticslk ad1 · Drive lk ad2Direct response staticslk ad2 · Drive lk ad20Direct response staticslk ad20 · Drive lk b2 c5Direct response staticslk b2 c5 · Drive lk b2 d1Direct response staticslk b2 d1 · Drive lk b2 d2Direct response staticslk b2 d2 · Drive lk b2 d3Direct response staticslk b2 d3 · Drive lk b2 d4Direct response staticslk b2 d4 · Drive lk b2 d7Direct response staticslk b2 d7 · Drive lk b2 d13Direct response staticslk b2 d13 · Drive lk b2 d18Direct response staticslk b2 d18 · Drive lk extra d1Direct response staticslk extra d1 · Drive lk extra d4Direct response staticslk extra d4 · Drive lk extra d5Direct response staticslk extra d5 · Drive lk extra d6Direct response staticslk extra d6 · Drive lk extra d8Direct response staticslk extra d8 · Drive lk extra d10Direct response staticslk extra d10 · Drive lk final c4Direct response staticslk final c4 · Drive lk final c12Direct response staticslk final c12 · Drive lk final c14Direct response staticslk final c14 · Drive lk final d2Direct response staticslk final d2 · Drive lk final d3Direct response staticslk final d3 · Drive lk final d6Direct response staticslk final d6 · Drive lk final d15Direct response staticslk final d15 · Drive
Direct to camera52

One person, one message, straight into the lens. The workhorse format.

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Whiteboard30

The claim explained on a board, teacher style. Strong for "how it works" angles.

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Selfie35

Phone in hand, filmed like a story told to a friend. Reads native in the feed.

ownxrp4:05Crypto Renegadesownxrp · Frame.io Dumbmoney3:42Crypto RenegadesDumbmoney · Frame.io Largedisparity3:54Crypto RenegadesLargedisparity · Frame.io Full ad hook - lambocashdefi20:35Crypto RenegadesFull ad hook - lambocashdefi2 · Frame.io Hook 53:29Crypto RenegadesHook 5 · Frame.io Hook 283:13Crypto RenegadesHook 28 · Frame.io Hook 273:20Crypto RenegadesHook 27 · Frame.io Hook 263:13Crypto RenegadesHook 26 · Frame.io Hook 143:38Crypto RenegadesHook 14 · Frame.io Hook 94:05Crypto RenegadesHook 9 · Frame.io Hook 74:24Crypto RenegadesHook 7 · Frame.io hnwgettingscammed3:56Crypto Renegadeshnwgettingscammed · Frame.io @Wild hook 4 Body 42:03Alec, home services@Wild hook 4 Body 4 · Frame.io @Wild hook 5 Body 52:03Alec, home services@Wild hook 5 Body 5 · Frame.io ##Wild hook 4 Body 42:03Alec, home services##Wild hook 4 Body 4 · Frame.io #Wild hook 6 Body 61:40Alec, home services#Wild hook 6 Body 6 · Frame.io #Wild hook 7 Body 71:53Alec, home services#Wild hook 7 Body 7 · Frame.io Wild hook 1 body 12:27Alec, home servicesWild hook 1 body 1 · Frame.io Wild hook 2 Body 22:27Alec, home servicesWild hook 2 Body 2 · Frame.io Wild hook 3 Body 32:09Alec, home servicesWild hook 3 Body 3 · Frame.io Wild Hook 8 Body 81:59Alec, home servicesWild Hook 8 Body 8 · Frame.io Wild hook 9 Body 92:28Alec, home servicesWild hook 9 Body 9 · Frame.io Wild hook 10 Body 102:17Alec, home servicesWild hook 10 Body 10 · Frame.io Ad 12:04Crypto, selfie styleAd 1 · Frame.io Ad 31:39Crypto, selfie styleAd 3 · Frame.io Ad 41:01Crypto, selfie styleAd 4 · Frame.io Ad 22:04Crypto, selfie styleAd 2 · Frame.io 61:468 ads6 · Frame.io 21:328 ads2 · Frame.io 41:308 ads4 · Frame.io 82:448 ads8 · Frame.io 72:158 ads7 · Frame.io 51:328 ads5 · Frame.io 31:168 ads3 · Frame.io 11:568 ads1 · Frame.io
Screen and presenter formats33

Screenshare with a voice over the proof, green screen over an article, split screen, demonstration.

DV9dtkBAE5L h2641:30Visual screenshareDV9dtkBAE5L h264 · Frame.io Zabota DUrO0LmjAXC0:38Visual screenshareZabota DUrO0LmjAXC · Frame.io Video by adamrehmcopy DVJaa2RjKFZ1:31Visual screenshareVideo by adamrehmcopy DVJaa2RjKFZ · Frame.io Adam @ Rehm Copy ｜ DTC Marketing Agency DVJabhUDIoh1:30Visual screenshareAdam @ Rehm Copy ｜ DTC Marketing Agency DVJabhUDIoh · Frame.io Adam @ Rehm Copy ｜ DTC Marketing Agency DQTMW57DM0t1:30Visual screenshareAdam @ Rehm Copy ｜ DTC Marketing Agency DQTMW57DM0t · Frame.io Video by webuildads DVjou5nDDtY1:02Green screenVideo by webuildads DVjou5nDDtY · Frame.io Video by stevecardigan DTeQMcfCSg1:37Green screenVideo by stevecardigan DTeQMcfCSg · Frame.io Video by sampiliero DVhKWMxlYyR1:02Green screenVideo by sampiliero DVhKWMxlYyR · Frame.io Video by realchasechappell DVbSXLIjXVl1:08Green screenVideo by realchasechappell DVbSXLIjXVl · Frame.io Video by officialjoelkaplan DWHaCA4iZNC2:54Green screenVideo by officialjoelkaplan DWHaCA4iZNC · Frame.io Video by michael supina DSLKeThABXg0:55Green screenVideo by michael supina DSLKeThABXg · Frame.io Video by conorfromkmh DVikv qDNJo3:14Green screenVideo by conorfromkmh DVikv qDNJo · Frame.io Video by brian blum DUR2NdsjH0J0:56Green screenVideo by brian blum DUR2NdsjH0J · Frame.io Chase Chappell DU8wF3UkYub1:20Green screenChase Chappell DU8wF3UkYub · Frame.io DVkDbOmgBow h2640:33Split screenDVkDbOmgBow h264 · Frame.io DRmjKBijB46 h2640:46Split screenDRmjKBijB46 h264 · Frame.io You Record. We Handle Everything. [1615811772672861]1:38Split screenYou Record. We Handle Everything. [1615811772672861] · Frame.io You Record. We Handle Everything. [904492812173161]1:10Split screenYou Record. We Handle Everything. [904492812173161] · Frame.io Video by nicktheriot DWAgTXSkxRM1:10Split screenVideo by nicktheriot DWAgTXSkxRM · Frame.io Video by nathan.perdriau DWDbdoYE9NR1:19Split screenVideo by nathan.perdriau DWDbdoYE9NR · Frame.io Video by nathan.perdriau DVIrHhpkfTD2:20Split screenVideo by nathan.perdriau DVIrHhpkfTD · Frame.io Video by markbuildsbrands DWFEFvwDJO21:04Split screenVideo by markbuildsbrands DWFEFvwDJO2 · Frame.io Video by markbuildsbrands DWFAx5NEVj81:47Split screenVideo by markbuildsbrands DWFAx5NEVj8 · Frame.io Video by markbuildsbrands DV6HsYhjDuv0:34Split screenVideo by markbuildsbrands DV6HsYhjDuv · Frame.io Video by markbuildsbrands DUqROY1iPHJ2:04Split screenVideo by markbuildsbrands DUqROY1iPHJ · Frame.io Video by markbuildsbrands DR1OR7wgDEw1:30Split screenVideo by markbuildsbrands DR1OR7wgDEw · Frame.io DVkDbOmgBow h2640:33DemonstrationDVkDbOmgBow h264 · Frame.io DV191buAPck h2640:48DemonstrationDV191buAPck h264 · Frame.io DVceXkoDNoo h2640:33DemonstrationDVceXkoDNoo h264 · Frame.io DUjiGAcAKEp h2641:39DemonstrationDUjiGAcAKEp h264 · Frame.io DShnWLsgM3F h2642:45DemonstrationDShnWLsgM3F h264 · Frame.io Georgia Heins C tA23SsFed1:01DemonstrationGeorgia Heins C tA23SsFed · Frame.io Ava ｜ Content Marketing ｜ Social Media Management DFsX6ayxpEE0:48DemonstrationAva ｜ Content Marketing ｜ Social Media Management DFsX6ayxpEE · Frame.io

347 pieces from accounts we run, by format. Each tile opens the original. Strips show a sample of each share; every full folder and share is listed below. None of it is personal injury; the formats and the testing system are what carry over.

Full folders and shares

Every source behind the strips above, complete. Each opens in a new tab.

Statics
Hall of fame staticsDriveCreative staticsDriveDirect response staticsDriveStatic image adsDrive
Direct to camera
STAXXFrame.ioGoFunnelsFrame.ioOpsKingsFrame.ioAIAA, batch 6Frame.ioBatch, March 2026Frame.ioSaint InvestmentFrame.ioGoFunnels, winning adWistia
Whiteboard
AIAA, set 1Frame.ioEvanFrame.ioBatch, August 2026Frame.ioWhiteboard setFrame.ioHook 2, 16x9Wistia
Selfie
Crypto RenegadesFrame.ioAlec, home servicesFrame.ioCrypto, selfie styleFrame.io8 adsFrame.io
Podcast
Podcast style, March 2026Frame.ioPodcast adsFrame.io
Screen and presenter formats
Visual screenshareFrame.ioGreen screenFrame.ioSplit screenFrame.ioDemonstrationFrame.io
Motion and movement
Full visualFrame.ioWalkingFrame.ioStitchFrame.io
5. Where a lead goes after the click
lead quality feeds the ad library Meta ad AD-12 Landing page one angle, one promise Qualification state, when, treated, lawyer? Routing firm by case type and state Caseflood's partner firms Firm intake call within minutes Signed or not result traced to AD-12 Not qualified never billed to a firm lead quality feeds the ad library Meta ad AD-12 Landing page one angle, one promise Qualification state, when, treated, lawyer? Routing firm by case type and state Firm intake call within minutes Caseflood's partner firms Signed or not result traced to AD-12 Not qualified never billed to a firm

A qualified lead has finished the whole flow. A Meta form fill never counts.

Every ad carries a permanent ID. Winners get five variations. 60 to 90 new ads a week at $200K to $250K a month: about 20 new concepts, 3 to 4 variations each.

04

Ninety days, three gates.

Spend goes up, holds or stops on a number, not on how the relationship feels.

30days

Build and launch

Research, pages, tracking, first ads. Live on day 22.

Gate: no spend until tracking fires
60days

Find the winners

Pixel trained, daily cuts, new ads every week.

Gate: cost per lead vs. plan at day 30 live
90days

Prove it, then scale

Cost per signed case with real intake data.

Gate: go / no-go at day 60 live
Week by week: what ships, what we watch, where you decide
Week
Creative
Media
Pages and tracking
Reporting and decisions
Week 1Days 1 to 7Research
Walk the top PI advertisers' funnels as an injured prospectWrite the customer profile and the 3 to 4 buying reasons
Account structure by case typeForecast: CPM, cost per lead, qualified rate, cost per signed case
Qualification criteria from each firmRouting spec: firm, state, format, capacity
Kickoff, shared Slack channel, dashboard shellStrategy sign off, end of week
Week 2Days 8 to 14Build
Briefs for the first batch: statics and scripts per buying reasonCopy to each firm for state review
2 to 3 unbranded pages and ad accounts under your entityPixel and Conversions API on qualified lead events
Landing page per angleQualification flow and confirmation page
Daily report format agreedIntake handoff agreed with each firm
Week 3Days 15 to 21Build
First 20 to 30 ads produced and approvedEvery ad gets its ID
Campaigns built, testing and scaling split setMedia plan final
Routing live by case type, state and capacityEnd to end test: test leads through every path
Gate 1: no spend until every event fires and a test lead reaches a firm
Week 4Days 22 to 28Live
Hook and hold rates read dailyBatch 2 briefed off early signals
Day 22: ads liveLearning phase, about $30K trains the pixel
Delivery speed to firms checked dailyDrop off per question read
Daily Slack report startsFirst Monday review call
Week 5Days 29 to 35Learn
Batch 2 liveLosers retired, winners get 5 variations
Daily cuts on anything over targetBudget to early winners
Qualification question tests to lift qualified rate
Checkpoint at $30K spent: cost per lead 40% over forecast means spend drops and you get the cause in writing
Week 6Days 36 to 42Learn
Creator briefs written from proven angles
Scale winners, hold frequencyTest second ad account
Landing page tests per angle
First signed cases from firms reconciled against leads sent
Week 7Days 43 to 49Optimize
Creator video shoots on the top 2 angles
Ads cut for lead quality, not only cost
Flagged leads traced back to ad and page
Intake feedback loop running weekly
Week 8Days 50 to 56Optimize
Creator video liveBatch 4
Budget moves to the firms and case types with the best signing rates
Second case type pages built
Gate 2, day 52: 30 days live. Cost per lead, qualified rate and signing rate by firm reviewed
Week 9Days 57 to 63Scale
Produced pieces on the proven message
Second case type liveSpend steps up where cost per signed case holds
New states added to routing
Cost per signed case now measured on real intake data
Week 10Days 64 to 70Scale
Weekly batch continues, 60 to 90 new ads
Third case type tested
Capacity signals from firms wired into routing
Month four options drafted: spend, team, firms
Week 11Days 71 to 77Scale
Angle library documented by signed case rate
Scale toward $250K a month pace
Fraud and duplicate checks reviewed
Written results draft shared
Week 12Days 78 to 84Decide
Creative plan for month four
Spend plan for month four by firm and case type
Full asset inventory: accounts, pixel, pages, data, all yours
Gate 3, day 82: 60 days live. Written results against target, go / no-go on scaled spend
Week 13Days 85 to 90Next
Go: scale the library. No go: handover of every ad and brief
Go: dedicated team path toward $1M a month
Either way, everything stays under your entity
Month four plan signed or the engagement closes clean
What the pilot math looks like
$210K
Monthly ad spend in the pilot, paid by you directly to Meta
~1,400
Qualified leads a month at $150 each
140 to 280
Signed cases at a 10% to 20% signing rate
$750 to $1,500
Cost per signed case, against the firms' $2,000 to $3,000 target
Cost per signed case, at every combination
Share of qualified leads a firm signsCost per qualified lead5%10%15%20%25%$100$125$150$175$200$2,000$1,000$667$500$400$2,500$1,250$833$625$500$3,000$1,500pilot assumption$1,000$750$600$3,500$1,750$1,167$875$700$4,000$2,000$1,333$1,000$800Dashed line: the firms' $2,000 to $3,000 target. Everything to the right of it beats it. Share of qualified leads a firm signsCost per qualified lead5%10%15%20%25%$100$125$150$175$200$2,000$1,000$667$500$400$2,500$1,250$833$625$500$3,000$1,500$1,000$750$600$3,500$1,750$1,167$875$700$4,000$2,000$1,333$1,000$800Outlined cell: pilot assumption.Dashed line: the firms' $2,000 to $3,000 target.Everything to the right of it beats it.
FEE FALLS AS A SHARE OF SPEND$00%$300K4%$600K8%$900K12%$1.2M16%$40K$100K$300K$500K$800K$1.2M16%10%6%5%4%3%$250K5, shared$1M7$5M10$10M14$20M18$40M25SpendTeam FEE FALLS AS A SHARE OF SPEND$00%$300K4%$600K8%$900K12%$1.2M16%$40K$100K$300K$500K$800K$1.2M16%10%6%5%4%3%$250K5, shared$1M7$5M10$10M14$20M18$40M25SpendTeam

Pilot fee is 16% of spend. At the budget across Caseflood's partner firms it is 3%.

05

What carries over from other markets, and what doesn't.

PI is not different in how you buy attention. It is different in everything around the lead.

Same
Meta does not know it is selling legal help. Same machine for software, consumer and PI.
Same
The math. Cost per lead, qualified rate, cost per signed case. Checked every morning.
Same
Creative is the targeting. Numbered ads, iterate on winners, cut the rest.
Same
Speed to lead. Your intake software already solves that half.
Different
Regulated. State bar rules on what ads can say.
Firms approve copy by state before it runs.
Different
The person is hurt and skeptical. Worried about cost, trusts no one.
Reassurance first: free review, no upfront cost.
Different
Qualification is legal. Fault, treatment, representation, state, timing.
A qualification flow, not a Meta form.
Different
Leads go cold in minutes. The first firm to call usually signs them.
Instant routing, call or text within minutes.
Different
Crowded auction, bigger prize. Leads cost more, a signed case is worth far more.
Judged on cost per signed case, never cost per lead.
Different
Paying for leads vs. referrals. Bar rules restrict paying for a referral.
Your counsel signs off before launch.
Different
Consent and fraud. Contact needs written consent. High values attract fakes.
Consent on every form, phone checks, ads cut for quality.

Not legal advice. The fee and referral question is worth one call with a legal ethics lawyer before money moves.

06

What we need from you to start.

Research starts the day access lands. Ads live about three weeks later.

1

What counts as qualified

Case types, states, time since incident and representation status for each partner firm.

2

Where leads go

The destination firm, state and delivery format for each lead.

3

Account access

Business Manager and ad account access under your entity, or the go ahead to set them up.

4

Copy approval

A contact at each firm who signs off on ads under their state's rules, ideally within 48 hours.

5

Weekly intake results

Signed cases by lead, so we optimize to cases instead of volume.